中国广告史叙史范式研究

Research on the narrative paradigm of Chinese advertisement history

经历了对广告历史现象初步归纳总结、系统研究、深入探讨的三个阶段,我国广告史研究进入了稳定成熟时期。针对目前研究现状,从广告史宏观理论构建、断代史理论构建、媒介技术理论构建、符号理论构建四个角度归纳和总结广告史的研究对象和范畴,明确广告史研究方法和概念体系,确立明晰的广告史研究范式,从而对后世广告发展起到总结和借鉴的作用。

After undergoing three stages of preliminary summary, systematic research, and in - depth exploration of the phenomenon of advertisement history, the study on advertisement history in China enters a steady and mature period. According to the current situation of research, the paper sums up the research object and concept of advertisement history from the four perspectives of macroscopic theory construction, dynastic history theoretic construction, media technology theoretic construction and semiotic theoretic construction, clarifies the research method and concept system of advertisement history, and establishes distinct research paradigms, which are of referential value to the development of later advertisement history.